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Marketing Research Articles Related to the Beverage Industry

Marketing Research Articles Related to the Beverage Industry

Showing items 1-20 of 62.

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Stroh's Hispanic research 'Is Spoken Here'

Published
May 1987
Author
Quirk's Staff
Abstract
Beer company Stroh's tested three Spanish-language television ads to tap into the Hispanic marketplace. Telephone surveys were used with Spanish-speaking interviewers to achieve the best results.

Focus groups guide Pevely's brand positioning

Published
December 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Researchers used focus groups to help Pevely Dairy Company discover how to further develop its brand to appeal to consumers. Focus group participants shared their reactions to potential prototypes.

One-on-ones help Finlandia distill a winner

Published
December 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
Finlandia used one-on-one interviews in the development of a new product: Arctic Cranberry vodka.

Projective techniques help nightclub concoct nostalgia-filled cocktails for Gen X patrons

Published
December 1999
Author
Dean Bates
Abstract
Wilhelmina’s, a Philadelphia nightclub, used projective techniques that involve sight, sound, smell and touch to make design decisions that would appeal to younger patrons.

Are consumers receptive to innovative packaging structures?

Published
June 1999
Author
Elliot Young
Abstract
Product success is directly related to consumer receptivity to products and packaging. This article discusses packaging, including a study of a plastic beer bottle.

Schnapps maker looks to find out how feminine is too feminine

Published
December 2003
Author
Robert Sims
Abstract
Sazerac Company Inc. used focus groups in the development of a new schnapps bottle design that would appeal to women without alienating men.

Analysis of beer ads shows the role of emotion in effective advertising

Published
April 2006
Author
Karl Rosenberg
Abstract
Emotion plays a central role in effective advertising. Through analysis of a series of beer ads, the author breaks down the many facets of emotion’s impact and the effect that emotional engagement has on attracting and holding attention, making a connection, creating buzz and building brand equity.

Food marketing to tweens and teens

Published
February 2005
Author
Ted Mininni
Abstract
Examines the effects that mothers and teens have on each other as buyers and consumers of products.

In Case You Missed It...May 2008

Published
May 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: favorite movies; ranking of research suppliers; celebrity wines and spirits

Research steers nightclub's respositioning

Published
June 1989
Author
Quirk's Staff
Abstract
Horsefeathers nightclub conducted computer-assisted surveys and focus groups with customers and employees, performed a market analysis, and reviewed club operations in its efforts to reposition itself in the marketplace and subsequently increase its popularity with and sales to evening customers.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

A look at the power of the design, the formula and the brand in taste testing

Published
August 2008
Author
Neil Kalt
Abstract
Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

By the Numbers: Sample quality: selecting one from many

Published
January 2009
Author
Stephen J. Hellebusch
Abstract
Using a real-life example of a line extension, the author shows the impact that sample quality can have on testing the viability of a new product concept. In this case, factors related to low incidence made the research results tell an incomplete story.

Feedback portals can engender customer goodwill, satisfaction

Published
January 2009
Author
Vivek Bhaskaran
Abstract
If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

Ethnography from the client's perspective

Published
February 2009
Authors
Judith Langer and Jon Last
Abstract
The authors interviewed 26 researchers to explore how they use ethnographic research. Most found the method valuable, but they expressed concerns over cost, timing and the difficulties of getting management buy-in. They also disagreed over who is best suited to lead an ethnographic research project – a moderator, an anthropologist/ethnographer or clients themselves.

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

In Case You Missed It... June 2009

Published
June 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Starbucks rethinks strategy; DIY projects; qualitative helps revamp men's deodorant

Pharma's a battlefield: why companies should spend, not skimp, on market research

Published
November 2009
Author
Andrew D. Cutler
Abstract
The author argues that the long-term risks of forgoing pharmaceutical marketing research far outweigh the short-term cost savings and proposes several questions any successful marketing research program should be able to answer.

Budget-conscious wine drinkers not thinking inside the box

Published
December 2009
Author
Quirk's Staff
Abstract
According to Mintel, the U.S. wine market is expected to increase. Consumer searching sophistication at a fair price find their niche with affordable domestic labels.